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Why does this idea work so Being ambitious works really
well, though? First of all, they are well too, though. Bvlgari, which has
venturing in one of Japan’s and Asia’s seen a 150% revenue growth between
most cherished territory: food. 1997 and 2003, has been taking over
Asians love good food. The Japanese all major fashion cities with its Bvlgari
food culture is backed by centuries Hotel franchise. Its Shanghai location
of mannerism and tradition. Partner- is the epitome of luxury. It is the per-
ing up with a local chef was Louis fect representation of the Italian
Vuitton ’s way to say “We want to do “dolce vita’ and it shouts it from his
business, but we see you. We value rooftop with a skyline view.
your culture and we will not overshad- Both Bvlgari and Louis Vuitton
ow your food culture and put in second have high end target customers.
place.” Being humble worked.
New type of relationship
It brings in a By building restaurants and

different kind of hotels, they have improved their
relationship with existing customers,
person who wouldn’t but have also made themselves more
approachable other audiences: men.
necessarily be drawn They may not be on the front line
when it comes to shopping, but they
to the shop. may be keener on taking their wives
or business partners to a world rec-
ognized, high end venue.
Higher middle class customers:
switching the environment from a four
stories flagship store to an elegant
dining location may help brands break
the barrier high fashion has built
since its establishment.
Fashion Maisons are changing:
haute couture is transitioning to ready
to wear. Brands are decreasing the
power distance from their costumers,
they are becoming more down to earth,
relatable and approachable, attracting
a whole new clientele demographic.

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